Kill the Cash Cow to Feed the Tiger

“They also did not want to list any of their other companies on the stock market, since Tetra Pak’s poor finances had also dragged down their value. Thus, they would not be able to raise enough money from an IPO of them either. Eventually, they concluded that the only thing they could do was to sell Åkerlund & Rausing and thereby save Tetra Pak, at least for a while. For Ruben, deciding to sell Åkerlund & Rausing was relatively easy. On one hand, he was most interested in working on new projects, on the other hand, Holger had closed the company’s cashbox for Tetra Pak. Ruben simply could not withdraw more money from Åkerlund & Rausing to finance the further development of Tetra Pak. Another major contributing reason for deciding to sell Åkerlund & Rausing was that they had noticed that the company’s revenue curve had begun to flatten out. The company had been first in the market with disposable paper packaging and had thrived in the rapidly growing market. But now there were several competitors, and the market was largely cornered. Holger and Ruben had no choice. Enskilda Banken was pressing them through CEO Marc Wallenberg, Marcus Wallenberg’s eldest son. He refused to lend more money to Ruben’s and Holger’s company. Instead, he demanded that they find money elsewhere.”

“After the meeting in Rome, a solution to the financing problem was finally found: the small subsidiary Purac, which developed water purification technology. The company had great potential, but had not been managed properly. Gad, who had been appointed CEO, thought it was something he could handle with his left hand, but soon had to realize that it was not that simple. However, he was not the man to solve the problems, but since the company had great development potential, Tetra Pak still managed to sell it for a reasonable price, about 15 million kronor, to American Hercules Powder. That was money that was really needed to be able to continue driving the Tetraproject forward. Ruben and Gad were totally against the sale. Gad because he had planned to keep the company as his own little territory - a way to get revenge for the previous defeats within Tetra Pak. Ruben’s opposition was due to the fact that Purac’s water purification technology, a method that had been discovered by chance when there was a need to purify the water for Östanåbruket, could become a global product if the company was managed correctly. Ruben was against all sales of ideas that could develop into something big. But the sale was pushed through by Hans, Ingvar Wenehed, and Erik Torudd.”